Två sidor av sociala medier : En kvantitativ och kvalitativ studie av vad två företag publicerar på Facebook och vad ett urval av följare tycker om innehållet

Sammanfattning: A lot of today’s marketing have moved to social media-platforms, especially Facebook. But how do companies use this media to communicate to their customers? And what does the customers who follow the companies on Facebook feel about the content being published? The purpose of this study is to get a better understanding on what two large companies, H&M and Spotify, publish on Facebook and to find out what their followers perception of the content is. The methods used are mixed methods, meaning a mix between qualitative and quantitative methods and a comparative analysis on the result from both methods. The qualitative methods are in the form of interviews with ten people, five that follows H&M and five that follow Spotify on Facebook. A content analysis is performed on all the content published by H&M and Spotify during a six month period, from 01-02-16 to 30-07-15. The study shows that both companies primarily used relationship marketing on their Facebook-pages by publishing mostly recommendations and information from either the music- or fashion market rather than their own products, and that these follower’s thought the content was diverse and relevant to them as a target audience.